New Pump Room woos Gold Coast as neighborhood joint

In his struggle "to balance heritage and innovation," hotelier Ian Schrager seems to be leaning toward heritage as he works on attracting guests to the revamped Pump Room in the new Public Hotel.

Ian Schrager

Mr. Schrager has transformed the stodgy Ambassador East into what appears to be a bright and modern luxury get-away; but for the fabled Pump Room, he's hoping for a neighborhood feel.

"It has to be embraced by people in the city. Restaurants and bars are for people in the city. When people travel to Chicago, they want to travel to where people in Chicago go. We're sensitive and mindful of that," he told me earlier this summer.

He sought local feedback about whether to keep the Pump Room name. A publicity stunt, sure, but it was a gesture to Chicagoans.

The restaurant's new website features the familiar black and white celebrity faces that made the old Pump Room so special.

And this week, Mr. Schrager has invited Gold Coast residents to tastings every evening to introduce them to chef Bradford Phillips, who with James Beard award winner Jean-Georges Vongerichten, hopes to incorporate classics from the '30s era Pump Room into the menu.

The efforts seem to be working in creating a lot of buzz for the hotel that officially opens Oct. 11.

Gold Coast neighbors are comparing notes about who got invited to which tasting. A few people are hoping out loud that the restaurant offers a chance to have a monthly tab (like the old days). It's a point that hasn't been discussed, says a spokeswoman.

Arts philanthropist Jean Goldman attended Monday's tasting. On Tuesday, former Playboy CEO Christie Hefner attended with her husband, real estate businessman William Marovitz; so did orchestra leader Stanley Paul and Linda Heister, wife of dress designer Mark Heister. There are more tastings tonight, too. (I wasn't able to get an invite — I'm from the wrong neighborhood, I guess.)

"It's going to be exciting," said Mr. Paul. "I got my start there in 1964 and have seen about five owners. I'm glad it's back."